Table of Contents
Executive Summary
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- As acculturation increases, so does Hispanics’ likelihood to shop online
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- Figure 1: Past three month incidence of shopping online, by Hispanic origin and languages spoken in home, April 2013-December 2013
- Personal computers…sure, but smartphones and tablets, too
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- Figure 2: Devices used to access the internet by Hispanics – Past three months, February 2014
- English is preferred to go online
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- Figure 3: Hispanics’ preferred language online, November 2012-December 2013
- Hispanics are shopping online more than a year ago
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- Figure 4: Hispanics’ online shopping behavior change, by household income, February 2014
- Apparel, toys, games, household electronics, and footwear are appealing
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- Figure 5: Hispanics’ online purchases and consideration, February 2014
- Spanish-dominant Hispanics still tremble using payment cards online
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- Figure 6: Hispanics’ attitudes toward online shopping – Payment Methods, by language spoken in home, February 2014
- Lack of trust is a barrier to online shopping
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- Figure 7: Barriers for Hispanics to online shopping, February 2014
- Price comparisons are on the rise
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- Figure 8: Hispanics’ attitudes toward online shopping – Price comparison, by household income, February 2014
- Get in the zone – the comfort zone
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- Figure 9: Hispanics’ attitudes toward online shopping – familiarity with online shopping, by language spoken at home, February 2014
- Convenience and price are key drivers to online shopping
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- Figure 10: Attitudes toward online shopping, February 2014
- What we think
Issues and Insights
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- To translate or not; that’s the question
- The issues:
- The implications:
- Price comparisons are on the rise
- The issues:
- The implications:
- Hispanics spreading the good news
- The issues:
- The implications:
Trend Applications
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- Trend: Sense of the Intense
- Trend: FSTR HYPR
- Mintel Futures: Access Anything, Anywhere
Innovations and Innovators
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- Nike – Paying for products with kilometers run
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- Figure 11: Nike “Subasta de Kilometros” video, July 2012
- IKEA augmented reality
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- Figure 12: Place IKEA furniture in your home with augmented reality video, July 2013
- Amazon Dash
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- Figure 13: Amazon Dash, website with description and video, April 2014
- Clothia’s virtual fitting room
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- Figure 14: Clothia demo video, April 2014
Marketing Strategies
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- Theme: Relevant Messages
- AT&T and Samsung Galaxy Note – Nuestra Belleza Latina
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- Figure 15: AT&T online banner for Nuestra Belleza Latina, April 2014
- Theme: Get attention, engage, and call to action
- Clorox – Diaper change
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- Figure 16: Clorox online banner, April 2014
- Theme: Being part of Hispanics’ entertainment
- Target – Bullseye and the 2014 Billboard Latin Music Awards
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- Figure 17: Telemundo’s 2014 Billboard Latin Music Awards coverage with Bullseye from Target, April 2014
- Theme: Spanish or not Spanish
- Best Buy – Reaching Hispanics in any language
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- Figure 18: Best Buy English- and Spanish-language websites, April 2014
Social Media – Hispanics and Online Shopping
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- Key findings
- Market overview
- Key social media metrics
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- Figure 19: Key social media metrics, May 1, 2012-April 30, 2014
- Brand usage and awareness
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- Figure 20: Hispanics’ brand usage and awareness for selected online retailers, February 2014
- Interactions with retailers
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- Figure 21: Hispanics’ interactions with online retailers, February 2014
- Leading online campaigns
- Webisodes
- TV sponsorships
- Hispanic-focused websites and social media pages
- What we think
- Online conversations
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- Figure 22: Spanish-language conversations around selected online retailers, by month, May 1, 2012-April 30, 2014
- Where are people talking about retailers?
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- Figure 23: Spanish-language conversations around selected online retailers, by page type, May 1, 2012-April 30, 2014
- What are people talking about?
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- Figure 24: Unbranded Spanish-language topics of conversations surrounding online shopping, May 1, 2012-April 30, 2014
The Hispanic Online Shopping Market
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- Key points
- Online shopping incidence increases with acculturation
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- Figure 25: Past three month incidence of shopping online, by Hispanic origin and languages spoken in home, April 2013-December 2013
- Hispanic online shoppers tend to be younger
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- Figure 26: Hispanics’ past three month incidence of shopping online, by age, April 2013-December 2013
- Hispanics use different devices to access the internet
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- Figure 27: Devices Hispanics used to access the internet in the past three months, February 2014
- Smartphones are common among younger Hispanics
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- Figure 28: Devices Hispanics used to access the internet in the past three months, by age, February 2014
- English is preferred online
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- Figure 29: Hispanics’ preferred language online, November 2012-December 2013
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- Figure 30: Hispanics’ Preferred language online, by language spoken in home, November 2012-December 2013
- A note about translations
- Hispanics are shopping online more than they were a year ago
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- Figure 31: Hispanics’ online shopping behavior change, by household income, February 2014
- Bilingual Hispanics are growing and buying more
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- Figure 32: Hispanics’ online shopping behavior change, by language spoken in home, February 2014
- Hispanics looking for bargains online
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- Figure 33: Hispanics’ online shopping behavior change – purchasing more, spending more, by household income, February 2014
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- Figure 34: Hispanics’ online shopping behavior change – purchasing more, spending more, by language spoken at home, February 2014
- Online purchases and consideration
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- Figure 35: Hispanics’ online purchases and consideration, February 2014
- Hispanic men more open to buying online
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- Figure 36: Hispanics’ online purchases and consideration – Any interest, by gender, February 2014
- Using payment cards online is not easy for Spanish-dominant Hispanics
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- Figure 37: Hispanics’ attitudes toward online shopping – Payment methods, by language spoken in home, February 2014
- With higher income comes increasing confidence
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- Figure 38: Hispanics’ attitudes toward online shopping, by household income, February 2014
Barriers to Online Shopping
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- Key points
- Lack of trust is a barrier to online shopping
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- Figure 39: Barriers for Hispanics to online shopping, February 2014
- Shipping fees aren’t welcomed
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- Figure 40: Barriers for Hispanics to online shopping, by age, February 2014
- Lack of Spanish translations is not a significant barrier
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- Figure 41: Barriers for Hispanics to online shopping, by language spoken in home, February 2014
General Attitudes toward Shopping
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- Key points
- Low prices attract – use them as a magnet
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- Figure 42: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by age, February 2014
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- Figure 43: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by household income, February 2014
- Price comparisons are on the rise
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- Figure 44: Hispanics’ attitudes toward online shopping – Price comparison, by household income, February 2014
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- Figure 45: Hispanics’ attitudes toward online shopping – Price comparison, by language spoken in home, February 2014
- Good deals are always shared
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- Figure 46: Hispanics’ attitudes toward shopping (influentials) – Any agree, by age, February 2014
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- Figure 47: Hispanics’ attitudes toward shopping (influentials) – Any agree, by language spoken in home, February 2014
- Trying new products with a caveat
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- Figure 48: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by age, February 2014
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- Figure 49: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by language spoken in home, February 2014
- Good service adds value to the shopping experience
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- Figure 50: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by gender, February 2014
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- Figure 51: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by age, February 2014
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- Figure 52: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by language spoken in home, February 2014
- Hispanic men and women enjoy shopping online similarly
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- Figure 53: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by gender, February 2014
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- Figure 54: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by age, February 2014
- Figure 55: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by household income, February 2014
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- Figure 56: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by language spoken in home, February 2014
Attitudes toward Online Shopping
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- Key points
- Get in the zone – the comfort zone
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- Figure 57: Hispanics’ attitudes toward online shopping – familiarity with online shopping, by language spoken at home, February 2014
- Higher income doesn’t diminish the preference for familiar places significantly
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- Figure 58: Hispanics’ attitudes toward online shopping – familiarity with online shopping, by household income, February 2014
- Convenience and price drive online shopping
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- Figure 59: Hispanics’ attitudes toward online shopping, February 2014
- Convenience becomes more evident among English-dominant Hispanics
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- Figure 60: Hispanics’ attitudes toward online shopping, by language spoken in home, February 2014
- As income increases, attitudes toward online shopping also improve
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- Figure 61: Hispanics’ attitudes toward online shopping, by household income, February 2014
Effectiveness of Online Advertisements
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- Key points
- Spanish-dominant Hispanics more open to online advertising
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- Figure 62: Effectiveness of online advertisements, by Hispanic origin and language spoken in home, November 2012-December 2013
- Email ads offer opportunities among younger Hispanics
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- Figure 63: Effectiveness of online advertisements among Hispanics, by age, November 2012-December 2013
Demographic Profile of US Hispanics
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- Key points
- Population trends
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- Figure 64: Population by race and Hispanic origin, 2009-19
- Figure 65: Population, by race and Hispanic origin, 1970-2020
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- Figure 66: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
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- Figure 67: Distribution of births, by race and Hispanic origin of mother, 2002-12
- The Hispanic and total US population by age
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- Figure 68: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
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- Figure 69: Population, by gender and Hispanic origin, 2009-19
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- Figure 70: Age distribution of women, by Hispanic origin, 2014
- Figure 71: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
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- Figure 72: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 73: Marital status of Hispanics, by age, 2013
- Figure 74: Gender ratio, by age and Hispanic origin, 2014
- Household size
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- Figure 75: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Children in the household
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- Figure 76: Households, by presence and ages of own children, 2013
- Generations
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- Figure 77: Generations, by Hispanic origin, 2014
- Figure 78: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
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- Figure 79: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
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- Figure 80: Number of tortilla-related products launched per year in the US, 1996-2013
- Puerto Ricans (9% of US Hispanics)
- Cubans (4% of US Hispanics)
- Dominicans (3% of US Hispanics)
- Central Americans (8% of US Hispanics)
- South Americans (5% of US Hispanics)
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- Figure 81: US Hispanic population, by country of origin/heritage, 2000-10
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- Figure 82: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
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- Figure 83: Hispanic population, by region of residence, 2000-10
- Figure 84: Hispanic or Latino population as a percent of total population by county, 2010
- States with the most Hispanic population growth
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- Figure 85: States ranked by change in Hispanic population, 2000-10
- Figure 86: Percent change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
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- Figure 87: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Hispanics online
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- Figure 88: Internet use among Hispanics aged 18+, 2013
Acculturation
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- What is acculturation?
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- Figure 89: Acculturation diagram
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- Figure 90: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 91: Characteristics of primary acculturation levels
- What is retroacculturation?
Buying Power of US Hispanics
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- Key points
- Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
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- Figure 92: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 93: Purchasing power, by race/Hispanic origin, 1990-2018
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- Figure 94: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
- Figure 95: Top 10 states ranked by Dollar amount of Hispanic buying power, 2013
- US household income distribution
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- Figure 96: Median household income, by race and Hispanic origin of householder, 2012
Appendix – Other Useful Consumer Tables
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- Devices used to access the internet
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- Figure 97: Hispanics’ ownership or access to internet-equipped devices, by household income, February 2014
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- Figure 98: Devices Hispanics used to access the internet in the past three months, by gender, February 2014
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- Figure 99: Devices Hispanics used to access the internet in the past three months, by language spoken in home, February 2014
- Hispanics’ online shopping behavior change
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- Figure 100: Hispanics’ online shopping behavior change, by gender, February 2014
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- Figure 101: Hispanics’ online shopping behavior change, by age, February 2014
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- Figure 102: Hispanics’ online shopping behavior change, by language spoken in home, February 2014
- Online purchases and consideration
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- Figure 103: Hispanics’ online purchases and consideration – Any interest, by age, February 2014
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- Figure 104: Hispanics’ online purchases and consideration – Any interest, by household income, February 2014
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- Figure 105: Hispanics’ 0nline purchases and consideration – Any interest, by language spoken in home, February 2014
- Barriers to online shopping
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- Figure 106: Barriers for Hispanics to online shopping, by gender, February 2014
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- Figure 107: Barriers for Hispanics to online shopping, by household income, February 2014
- Hispanics’ attitudes toward shopping
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- Figure 108: Hispanics’ attitudes toward shopping, by gender, February 2014
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- Figure 109: Hispanics’ attitudes toward shopping, by age, February 2014
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- Figure 110: Hispanics’ attitudes toward shopping, by household income, February 2014
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- Figure 111: Hispanics’ attitudes toward shopping, by language spoken in home, February 2014
- Attitudes toward online shopping
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- Figure 112: Hispanics’ attitudes toward online shopping, by gender, February 2014
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- Figure 113: Hispanics’ attitudes toward online shopping, by age, February 2014
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- Figure 114: Hispanics’ attitudes toward online shopping – familiarity, price comparison, payment method, by gender, February 2014
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- Figure 115: Hispanics’ attitudes toward online shopping – familiarity, price comparison, payment method, by age, February 2014
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- Figure 116: Hispanics’ attitudes toward online shopping – familiarity, price comparison, payment method, by household income, February 2014
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- Figure 117: Hispanics’ attitudes toward online shopping – familiarity, price comparison, payment method, by language spoken in home, February 2014
Appendix – Social Media – Hispanics and Online Shopping
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- Brand usage or awareness
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- Figure 118: Brand usage or awareness, February 2014
- Figure 119: BestBuy.com usage or awareness, by demographics, March 2014
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- Figure 120: Walmart.com usage or awareness, by demographics, February 2014
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- Figure 121: OldNavy.com usage or awareness, by demographics, February 2014
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- Figure 122: Kohls.com usage or awareness, by demographics, February 2014
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- Figure 123: Kmart.com usage or awareness, by demographics, February 2014
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- Figure 124: Sears.com usage or awareness, by demographics, February 2014
- Activities done
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- Figure 125: Activities done, February 2014
- Figure 126: BestBuy.com – Activities done – I have looked up/talked about this brand online on social media, by demographic, February 2014
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- Figure 127: BestBuy.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographic, February 2014
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- Figure 128: BestBuy.com – Activities done – I follow/like the brand on social media because…., by demographic, February 2014
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- Figure 129: BestBuy.com – Activities done – I have researched the brand on social media to…., by demographic, February 2014
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- Figure 130: Walmart.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 131: Walmart.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
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- Figure 132: Walmart.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
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- Figure 133: Walmart.com – Activities done – I have researched the brand on social media to…., by demographics, February 2014
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- Figure 134: OldNavy.com – Activities done – I have looked up/talked about this brand online on social media…, by demographics, February 2014
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- Figure 135: OldNavy.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
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- Figure 136: OldNavy.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
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- Figure 137: OldNavy.com – Activities done – I have researched the brand on social media to…., by demographics, February 2014
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- Figure 138: Kohls.com – Activities done – I have looked up/talked about this brand online on social media…, by demographics, February 2014
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- Figure 139: Kohls.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
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- Figure 140: Kohls.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
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- Figure 141: Kohls.com – Activities done – I have researched the brand on social media to…, by demographics, February 2014
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- Figure 142: Kmart.com – Activities done – I have looked up/talked about this brand online on social media…, by demographics, February 2014
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- Figure 143: Kmart.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
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- Figure 144: Kmart.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
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- Figure 145: Kmart.com – Activities done – I have researched the brand on social media to…., by demographics, February 2014
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- Figure 146: Sears.com – Activities done – I have looked up/talked about this brand online on social media…, by demographics, February 2014
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- Figure 147: Sears.com – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, February 2014
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- Figure 148: Sears.com – Activities done – I follow/like the brand on social media because…., by demographics, February 2014
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- Figure 149: Sears.com – Activities done – I have researched the brand on social media to…., by demographics, February 2014
- Key social media metrics
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- Figure 150: Key social media metrics – Walmart.com, April 2014
- Figure 151: Key social media metrics – Sears.com, April 2014
- Figure 152: Key social media metrics – BestBuy.com, April 2014
- Figure 153: Key social media metrics – Kmart.com, April 2014
- Figure 154: Key social media metrics – Kohls.com, April 2014
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- Figure 155: Key social media metrics – OldNavy.com, April 2014
- Online conversations
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- Figure 156: Spanish-language conversations around selected online retailers, by month, May 1, 2012-April 30, 2014
- Figure 157: Spanish-language conversations around selected online retailers, by page type, May 1, 2012-April 30, 2014
- Figure 158: Unbranded Spanish-language topics of conversations surrounding online shopping, May 1, 2012-April 30, 2014
Appendix – Trade Associations
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